Luxury safari lovers used to be able to see lions, leopards, elephants, buffaloes and rhinos – although they stayed in nicer tents and ate exquisite meals.
But this is changing.
“Safari are no longer just about the Big Five,” said Lori Cohen, a luxury safari writer. “People have limited free time in their lives and they really want to use that time to do something special and transformative.”
“They want personal attention (and) unique experiences,” she said. They want their emotions to be talked through.
As a result, the definition of luxury tourism in Africa is changing, said Olivia Gradidge, marketing manager at exhibition organizer RX Africa.
“While first-class amenities remain important, the focus is on unique and exclusive experiences,” she said. “Travellers, especially those looking for luxury, are increasingly driven by the desire for novelty and exclusivity. They want experiences they haven't had before.”
Samburu cultural dance organized by Loisaba Lodo Springs in Kenya, part of the Elewana collection.
Source: Harriet Akinyi
It could be a walk with a veterinarian who works with gorillas, or seeing how a neighboring community lives, Cohen said.
For others, it's an experience that aligns with their interests, such as photography, the opportunity to track down specific animals or a helicopter tour to a remote location, Gradidge said. Increasingly, travelers are interested in “behind-the-scenes access where guests can take part in conservation efforts, meet researchers or learn about anti-poaching efforts,” she said.
“These experiences… (transform) the traditional safari from passive wildlife observation to an active and immersive adventure,” she said.
How luxury safaris are changing
The luxury safari market is expected to grow $1.7 billion in 2023 to $1.98 billion in 2032– says the research company Business Research Insights.
2024 trend report published by the travel website Africa Travel Week noted an increase in the number of “7+ star experiences” and “ultimate luxury” in Africa. However, Discover Africa notes that luxury travelers are moving beyond opulence and entering a new era “conscious luxury” that combines sustainable safari tourism and personalized travel plans.
Photo taken during a safari at Emboo New Generation Safari Camp in Kenya.
Source: Harriet Akinyi
Kgomotso Ramothea, director general of the African Travel and Tourism Association, said there is greater interest in walking and trekking safaris, which produce lower carbon emissions than traditional safaris.
Murielle Mignot-Vegezzi, head of product at luxury safari company Discover Africa, said destinations such as Kenya, Tanzania, South Africa and Botswana remain the most popular destinations.
Babohi in the Qwabi Private Game Reserve in South Africa.
Source: Harriet Akinyi
However, “returning guests are looking for a more engaging experience that includes multi-country safari tours rather than single-country tours.”
This may raise prices. She said the price of booking a luxury safari had reached $9,600 per person in 2024.
How much does a safari cost?
Basic and mid-range safaris
A basic African safari costs between $100 and $300 per person per day.
This budget usually allows for group gaming at certain times of the day. Wildlife sightings may be limited compared to luxury safaris in private game reserves or nature reserves.
Meals are also rather basic compared to high-end safari camps.
For $300 to $600 a day, travelers can expect excellent service and fewer other guests. Additional activities are often organised, such as guided bush walks, night drives and performances by experienced rangers.
In Kenya, camps that fall into this category include Mara Intrepids Tented Camp, Ashnil Mara Camp, Tangulia Mara Camp and Kitumo Mara Lodges.
There is also the Serengeti Sopa lodge in Tanzania; South Africa's Sabi River Sun Resort in the Kruger National Park; Moremi Crossing in Botswana; and Sossus Dune Lodge in Namibia in the Namib Desert.
Luxury safari
Rates for these lodges typically start at $600 per person per day and provide luxury accommodations, private safaris, gourmet meals and personalized services such as private guides and butlers.
A beautiful place, Richard Branson's safari camp in Kenya.
Source: Harriet Akinyi
Angama Mara, Emboo – Next Generation Safari Camp, Richard Branson's Mahali Mzuri and JW Marriott Masai Mara Lodge are examples of luxury safari camps in the Masai Mara, Kenya. There is Finch Hattons near Tsavo National Park and the Angama brand has another luxury camp in Amboseli National Park. Elewana Collection offers camps in pristine locations in Kenya and Tanzania, as does Asilia Camps, which also organizes safaris in Uganda.
Tanzania is home to Singita Sabora and Four Seasons Safari Lodge Serengeti tented camps, the latter with Serengeti views, plunge pools and an infinity pool.
Tent at JW Marriott Masai Mara Lodge.
Source: Harriet Akinyi
South Africa also offers plenty of safaris in this price range, from Royal Malewane to Babohi at Qwabi Private Game Reserve, a unique adults-only lodge.
Ultra-luxury safari
To get the ultimate safari experience, be prepared to pay anywhere from $1,500 to $10,000 per day to enjoy carefully crafted activities, extraordinary amenities, and exceptional services.
In Rwanda, lodges such as Bisate Lodge and One & Only Gorilla's Nest are located near Volcanoes National Park, home to mountain gorillas. These lodges offer gourmet meals in stunning settings, private gorilla trekking tours with experienced guides, and remote locations that provide an intimate experience for those seeking solitude.
Also available to guests are Singita Grumeti in Tanzania and the andBeyond Phinda Private Game Reserve in South Africa, which offers luxury bush villas with private plunge pools, private safaris and ranger walks.